
CHAPTER 2
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Other
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University
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Practice Problem
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Easy
Macarena Gonzalez
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76 questions
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1.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Brand positioning model
describes how to establish competitive advantages in the minds of
customers in the marketplace;
describes how to take these competitive advantages and create
intense, active, loyalty relationships with customers for brands
describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments to create loyal customers and strong brands.
the differential effect that brand knowledge has on customer response to the marketing of that brand.
2.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
describes how to take these competitive advantages and create
intense, active, loyalty relationships with customers for brands
Brand resonance model
Brand value chain model
Brand positioning model
Associative network memory mode
3.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
views memory as a network of nodes and connecting links, in which nodes represent stored information or concepts, and links represent the strength of association between the nodes.
Brand resonance model
Brand value chain model
Brand positioning model
Associative network memory mode
4.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Describes how to trace the value creation process to better under-
stand the financial impact of marketing expenditures and investments to create loyal custom-
ers and strong brands
Brand resonance model
Brand value chain model
Brand positioning model
Associative network memory mode
5.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Provide a competitive advantage and the
“reason why” consumers should buy the brand.
POPs
PODs
6.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Some brand associations can be roughly as favorable as those of competing brands, so they function as
POPs
PODs
7.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
The basic premise of the concept is that the power of a brand lies in what customers
have learned, felt, seen, and heard about the brand as a result of their experiences over time
CBBE
Brand image
Brand recognition
Brand positioning
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